Faculty

Yuko Minowa

Description

Prof. Yuko Minowa conducts consumer research, and her current research interests include: consumer culture theory, experiential consumption of art and music, consumption rituals, symbolic exchanges and consuming desires in the utopian marketplace, historical inquiry of marketing and consumption, and transformative consumer research. She has published scholarly papers in refereed journals, conference proceedings and books.

Minowa teaches consumer behavior and marketing management and has connected her students with the community through experiential learning projects. By utilizing marketing tools, she and her students promote social causes and assist small business owners in New York City. Their past projects include: developing the brand strategy for a jeweler in NoHo (Kimi Wear); evaluating the relationship marketing of the on-campus blood drive campaign (New York Blood Center); and developing integrated marketing communication plans for downtown Brooklyn (MetroTech BID).

For her profession, Minowa has served as a session chair, a track co-chair, a discussant, a reviewer and a program committee member for national and international academic conferences. At LIU Brooklyn, she served as the acting chair of the Managerial Science Department, the chair of numerous committees and an adviser of student associations. Twenty of her past students were recipients of grants from the Advertising Club of New York Foundation, and ten were selected for the American Advertising Federation’s Most Promising Minority Students Program (three of them were among the Top 25 in the nation). In 2008, one of her students was the sole winner of the Advertising Club of New York Advertising Person of the Year / Silver Medal Scholarship.

Specialties

Marketing, Consumer Behavior

Publications

Co-author, “Spectator Consumption Practices at the Roman Games,” published in the Journal of Historical Research in Marketing